The Al Homaizi Group’s Elite Brands today launched the legacy British sports store Lillywhites in Kuwait through three locations, with a flagship 20,000 square feet store at The Avenues Mall, in addition to two other stores in Bairaq Mall and Tilal Complex.

The Kuwait stores mark the brand’s first steps in international expansion and a deeper Middle East penetration, which will see other Lillywhites stores open in the region over the next few years in partnership with Elite Brands.

Commenting on the announcement of the franchise agreement with Elite Brands in August, Lillywhites CEO Dave Forsey said, “We’ve chosen Elite Brands as our partners to drive our expansion into the Middle East market for their track record in managing and growing sports stores, and for their commitment towards customer service. We look forward to growing the Lillywhites brand with Elite Brands”.

Elite Brands General Manager Maen Merheby said, “Since the launch of the three Lillywhites stores across Kuwait over the past month, the response from our customers in Kuwait has been overwhelming and is indicative of the consumer appetite in the country for a sports store that offers premium brands to both the sports enthusiasts as well as those who lean towards a more casual lifestyle. We believe that this milestone has also set the momentum for our international strategy in launching other Lillywhites stores across the Middle East”.

Lillywhites is still the UK’s oldest, finest and the world’s largest sports store. With almost 150 years of experience, Lillywhites offers premium sports equipment, trainers and sportswear. Lillywhites is the world’s number one destination for sporting goods and attracts celebrities and tourists alike.

Lillywhites’ flagship store at The Avenues Mall offers the largest footwear collection in the country and also offers dedicated sections for football, home gyms and racquets. The stores also carry a diverse range of international brands such Nike, Adidas, Puma, Reebok, EA7, Speedo, Everlast, Giant, Trek, Head, Dunlop, Spalding, Mikasa, Skilz and Ketler.

Elite Brands for General Trading, a member of the Al Homaizi Group, is a Kuwait-based sports retailer. Elite Brands also operates Sports Direct, a sports brand which caters to different market segments.